The Stack Audit
Jason Eubanks, CEO of San Francisco-based Aurasell, skipped the AI pitch deck at SaaStr AI. He showed the exact GTM stack he ran at his last company:
- 22 products
- $3 million per year in software fees
- 11 ops people to stitch it together
- Reps working inside 10-12 tools daily
The ops team was not driving revenue. They were patching integrations, reconciling data across databases, and chasing a unified customer view that never materialised.
The Real Cost: Time
Eubanks treats seller face time as a top-line KPI. His finding: B2B reps spend 24-30% of their time with prospects. The other 70% goes to prep, follow-up, internal reviews, and context switching.
You are paying quota-carrying salaries for people to sell a quarter of the time.
He found this through an internal audit mid-COVID when his board asked him to cut burn. He logged every activity, every tool, every overlap. The damage was in the switching costs, not just the subscription fees.
The Bet: Unified Data First, Then Agents
Aurasell raised a $30 million seed round (closed in 28 hours, per the company) to replace fragmented GTM stacks with one AI-native operating system.
The pitch: every niche tool brings a siloed database. Even when fields sync to your CRM, the context, the actual conversations and signals, stays trapped. That context is what an AI agent needs to act intelligently. Without it, you get what Eubanks calls "agentic thrash": low-quality automation that steps over itself.
Aurasell's architecture starts with unified data: structured and unstructured in one place, 900 million contacts and 85 million accounts auto-enriched. Then a conversational context layer across every channel. Then automation on top.
Deployment is flexible: rip-and-replace your CRM or layer it on top of Salesforce or HubSpot with bidirectional sync.
The Proof Point
Eubanks closed with a live product demo, not slides. A new rep's first 41 days: she logged in to a territory the platform built and prioritised by ICP, ran custom research at scale with AI columns, auto-enriched contacts, built sequences by prompt, and closed $2.7 million.
No other tools. No spreadsheets. No ops team.
Worth noting: that proof point is one rep, one deal, early days. Aurasell is still scaling. But the stack audit data is real, and if your reps are context-switching across a dozen tools, the math checks out.
What It Means for GTM Teams
Stack consolidation is not new. What is new: AI-native platforms that can actually replace the CRM layer instead of bolting agents onto fragmented data.
If you are running a similar stack, the question is not whether to consolidate. It is whether your ops team can build the same unified context layer internally, or whether you buy it.
Either way, 70% of your reps' time is the real line item to optimise.